Competitive Dynamics (Chapter 11 Kotler-Keller) 14th
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The document discusses competitive dynamics and marketing strategies, including how market leaders can expand their total market share while defending their position, how challengers can attack leaders, and how followers and niche players can compete effectively. It also examines strategies for different stages of the product life cycle.
Competitive Dynamics (Chapter 11 Kotler-Keller) 14th
- 2. • How can market leaders expand the total market and defend market share? • How should market challengers attack market leaders? • How can market followers or nichers compete effectively? • What marketing strategies are appropriate at each stage of the product life cycle?
- 3. Figure 11.1 Hypothetical Market Structure 10% Market Nichers 20% Market Follower 30% Market Challenger 40% Market Leader
- 4. Expanding the Total Market New customers More usage
- 5. Protecting Market Share Proactive Marketing Defensive Marketing
- 6. Figure 11.6 Six Types of Defense Strategies
- 8. Market Challenger Strategies • Define the strategic objective and opponents • Choose a general attack strategy • Choose a specific attack strategy
- 9. General Attack Strategies Frontal Attack Encirclement Attack Bypass Attack Flank Attack Guerrilla Warfare
- 10. Specific Attack Strategies • Price discounts • Lower-priced goods • Value-priced goods • Prestige goods • Product proliferation • Product innovation • Improved services • Distribution innovation • Manufacturing-cost reduction • Intensive advertising promotion
- 12. Niche Specialist Roles • End-User Specialist • Vertical-Level Specialist • Customer-Size Specialist • Specific-Customer Specialist • Geographic Specialist • Product-Line Specialist • Job-Shop Specialist • Quality-Price Specialist • Service-Specialist • Channel Specialist
- 13. Product Life Cycle Marketing Strategies Product Life Cycle • Introduction • Growth • Maturity • Decline